摘要：This study aimed to analyze the values, attitudes, and behavior on rice consumption reduction in rural and urban areas. The research was conducted in the Cikarawang Village and Sempur Village, Bogor. The total samples were 109 housewives who were proportional randomly selected. Data was collected through self-report techniques and analyzed by descriptive and inferential statistics (different test, correlation test, and regression test). The results showed that there were significant differences between values, attitudes (cognitive aspects, affective aspects, and conative aspects), and behavior of rice consumption reduction on consumers who live in rural and urban areas. The correlation test also showed that the values, attitudes, and behaviors of rice consumption reduction were correlated significant . Values and also the attitude of consumers influenced significantly on the behavior of rice consumption reduction.
关键词：affective aspect;cognitive aspect;conative aspect;cutback behavior of rice consumption;values
